Positioning Yourself as a High Value Option

I often teach chiropractors about the X-Y Axis of position that Seth Godin discusses in his marketing course. The ultimate goal is to position yourself in the Expert and High-Value quadrant. 

When you do that, you can avoid the commoditization trap that many chiropractors find themselves in today’s healthcare arena. 

In this episode with Dr. James Spencer, we discuss how he has been able to continually increase his fees to an amount that most can’t comprehend. He has done this by continuing to provide tons of value and separate himself from other healthcare options. 

In this episode we discuss how Dr. Spencer achieved this by: 

  • Branding and Giving.

  • Content Marketing utilizing video and Instagram.

  • Providing a unique patient experience.

  • Finding his niche and sticking with it.

  • Being a leading educator in his community and the country. 

If you are tired of not getting paid what you are worth and would like some insights on how you can start to avoid the commoditization trap, this episode will shine some light on some options you have as a chiropractor.


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About the author, Kevin

Dr. Kevin Christie is a Chiropractic Physician and Certified Ergonomic Assessments Specialist (CEAS II) who dedicates himself to treating his patients’ symptoms and physical dysfunctions, whether it’s a professional athlete, a weekend golfer, or an office worker. 

Dr. Christie received his B.S. degree from the Florida State University in Exercise Physiology and was an assistant strength & conditioning coach for FSU athletics. His education and desire for learning continued at Logan College of Chiropractic in St. Louis where he received his Doctor of Chiropractic and Masters In Human Biology degrees. 

Dr. Christie is currently the CEO of Health-Fit Corporate Wellness which provides On-Site Chiropractic and Ergonomics for corporations such as Royal Caribbean, ADT Security, Tyco Integrated Systems, World Fuel Services, Strategic Coach, Frito-Lay, and others. 

In 2016 he launched The Modern Desk Jockey Podcast, which provides healthy solutions for the desk worker. 

Dr. Christie has been the Chiropractic/Sports Medicine Physician for multiple football academies in South Florida. He is currently the Sports Chiropractor for XPE Combine Prep Program in Boca Raton, FL. This role includes treating the college football players during the NFL Combine Prep Program and the NFL Combine in Indianapolis. He also has worked on over 500 NFL, MLB and NHL players for these strength & conditioning companies during their off-season Pro NFL/MLB programs.

In November 2009, Dr. Christie was appointed by Governor Charlie Crist to the Board of Athletic Trainers as the Chiropractic advisor. This appointment is through the year 2017 and will include working with and advising the Board of Athletic Trainers on maintaining and improving the quality of care for Certified Athletic Trainers in the state of Florida.

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